Miu Miu Tells Women’s Tales in Chengdu
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Prada-owned Miu Miu presented a physical screening of its ongoing Women’s Tales project in Chengdu on November 25. The Chengdu event showed two films commissioned by the Italian house this year, namely House Comes With A Bird and Carta A Mi Madre Para Mi Hijo. A panel discussion on feminist films and two shorts were screened in Chengdu’s Shaanxi Assembly Hall, which was also livestreamed via Miu Miu’s WeChat channel.
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A dedicated menu with local flavours was also presented by the brand, in collaboration with fine-dining restaurant Da Vittorio Shanghai. A live performance by Lexie Liu, Miu Miu’s brand ambassador, and local band INNOUT concluded the event.
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Debuted in 2011, the Women’s Tales initiative is a short film anthology series starring global female directors. The essence of Women’s Tales is an investigation into the complexities and contradictions of the contemporary world, as seen through the female gaze.
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#MiuMiuWomensTales has earned over 2.3 million views on Weibo. In addition to celebrities such as Lexie Liu and Amber Kuo, the Chengdu event reached a broader Chinese online audience – participants in the panel discussion, including fashion KOLs, cultural influencers, and publications, all helped raise awareness of the event among netizens.
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Miu Miu has seen surging popularity in global markets, including China. In fact, the brand was recently crowned Brand of the Year in Fashion 2022 by Lyst. According to the luxury marketplace’s report, searches for Miu Miu on Lyst increased 49 percent year-on-year thanks to its ballet flats (the hottest fashion product of Q3 2022) and midriff-baring skirt sets.
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GREENEXT's Take
In addition to creating designs that resonate with today’s younger generation, Miu Miu has put effort into communications and localization. As Chengdu has become one of the most important regional markets in the mainland, launching the screening in the city is a smart choice. From the elegant venue to the dining, the brand showcased its concern for Chengdu's culture. More importantly, its engagement with the film community cements the cultural integrity embedded in the Prada Group's DNA.
